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Keywords: Proactive market orientation (PMO)
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Journal Articles
The incompatibility of proactive market orientation and postponement strategy in product differentiation
Open Access
Journal of Business & Industrial Marketing (2023) 38 (13): 92–104.
Published: 07 March 2023
...Sho Yuki; Tomokazu Kubo Purpose Previous studies have found that a proactive market orientation (PMO) has a positive effect on product differentiation and innovation and that the effect is contingent on various factors. However, the influence of logistics on the positive relationship between PMO...
